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every price point, every occasion and every type of customer. The company is ranked as the most admired company in the lodging industry and one of the best places to work by Forbes Magazine. Operating in the United States and 68 other countries and territories, Marriott employs more than 15,000 employees.
HIGH END
BUDGET ORIENTED
BUSINESS LIKE
new brands will be used to distinguish them and position the new concepts apart from the existing Marriott brands. The first is a partnership with Nickelodeon to create a group of hotels focused on families, fun , and adventure. The second new concept being the boutique hotel edition
CONCLUSION
Therefore , Physical Evidence is particularly important
for communicating about services such as hotels hospitals and theme parks that are dominated by experience attributes as described in the opening case on Marriott International.
being delivered and in which the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service. Zeithaml & Bitner
Interior Facility
Interior design Equipment Signage Layout Air Quality/Temperature Sound/Music /Scent / Lightning
Other Tangibles
Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages Virtual scape
1.Travel
preview service experience through the Internet and see tangible evidence of the service without actually being there.
3.Retail Experience
4.Higher Education
1.Package
Embarked on a major overhaul of its image by rethinking
and redesigning all its tangibles- everything from its drop boxes to its services centres to the bags carried by its couriers. The idea was to convey a consistent look and feel of things are simple here, and here, give us your package; well take care of everything.
2.Facilitator
The servicescape can also serve as a facilitator in aiding
the performances of persons in the environment. How the setting is designed can enhance or inhibit the efficient flow of activities in the service setting, making it easier or harder for customers and employees to accomplish their goals. A well designed, functional facility can make the service a pleasure to experience from the customers point of view and a pleasure to perform from the employees,. On the other hand, poor and inefficient design may frustrate both customers and employees.
3. Socializer
The design of the servicescape aids in socialization of both employees and customers in the sense that it helps convey expected roles, behaviours, and relationships. The design of the facility can also suggest to customers what their role is relative to employees,
what parts of the servicescape they are welcome in and which are for employees only, how they should behave while in the environment , and what type of interactions are encouraged.
4. Differentiator
The design of the physical facility can differentiate a
firm from its competitors and signal the market segment that the service is intended for. Given its power as a differentiator, changes in the physical environment can be used to reposition a firm and or to attract new market segments.
communicates through its servicescape its differentiation as a bank for consumers and families. The bank has an area for children to play as well as a retail store offering financial books, software ,and piggy banks, clearly differentiating this bank from those whose focus is commercial accounts or private, upscale banking.
United States. More than 100 years old. It operates in three clinics across the country. Its original and best known facility is in Rochester, Minnesato and the two other clinics in Jacksonville, Florida and Scottsdale. In 1998, Mayo opened the first clinic in Arizona.
Unique Features
1. A five story atrium low stress entry 2. All patients and visitors are together 3. Rooms are designed around the patients needs and
feelings 4. Departments that work together are adjacent 5. Maximize nurses time with patients
Ambient conditions
The ambient conditions include temperature, colour,
smell and sound, music and noise. The ambience is a package of these elements which consciously or subconsciously help you to experience the service. Ambience can be diverse.
furniture is set up or machinery spaced out. Functionality is more about how well suited the environment is to actually accomplish your needs. For example is the seat in the cinema comfortable, or can you reach your life jacket when on an aircraft?
for communicating the service concept. When customer are unfamiliar with the a particular service establishment, they look for environmental cues to help them categorize the place and form their expectations. When you visit an airport there are signs which guide you around the facility smoothly, as well as statues and logos displayed throughout the complex. Artifacts depicts the success of an organisation.
Contd...
Given the importance of physical evidence and its
potentially powerful influence on both customers and employees, it is important for the firm to think strategically about the management of the tangible evidence of service. The impact of the physical evidence needs to be researched and planned as apart of the marketing strategy .